Paul Berry, founder and CEO at RebelMouse, speaks about the shift to social-media-driven traffic on websites. He elaborates on how technology has altered the behavior of the audience, as well as how brands market their products.

Some of our key takeaways from the conversation:

  1. Impactful Advertisement:
    With ad blocking technology becoming a norm, brands need to find another ingenious way to tell their story. Media companies have a tremendous advantage where they can help transform brand slogans into their editorial thesis.
  2. Disruption in Media:
    Media companies need to rediscover themselves and create technology that gives the advantage to writers. Data analysis of the content distribution needs to be shared with the writers so they have a better understanding of what resonates with their readers. With the dramatic increase in social-media-driven-traffic, websites need to build relationships with social media pages with the same interest.

Below are some of the key points and moments from the conversation:

  • 1:25 – There is a shift of traffic from the homepage to the social network of media companies. Instant articles on Facebook have brought about a massive change in bringing content to websites via social media
  • 5:52 – Google’s Accelerated Mobile Pages (AMP) is used with different social media websites to reduce page loading time. Ad blocking has changed the concept of advertising thus, giving more scope to writers. Paul also talked about Red Bull’s unique ad campaign
  • 10:50 – Empowering writers with the knowledge of distribution before and after publishing, and creating relationships with the readers and social media pages help increase engagement in a distributed manner
  • 14:56 – Media businesses need to find the right balance between building and buying, i.e., buying widgets vs. building it from scratch
  • 16:21 – Q&A: How branded content and native advertising fit into advertising?


Paul Berry (1)
Founder and CEO, RebelMouse